The Influence of User-Generated Content on TikTok on Gen Z's Travel Intention in Viet Nam: The Moderating Role of Sponsored Ads

In the context of rapidly developing social media, TikTok has become the most popular short-video platform among Vietnamese youth, especially Generation Z. User-generated content (UGC) on TikTok not only serves entertainment purposes but also plays a significant role in shaping viewers’ attitudes, trust, and travel intentions. This study aims to identify and measure the influence of TikTok UGC on the travel intentions of Gen Z in Viet Nam, while also examining the moderating role of sponsored advertising. A quantitative research method was employed through an online survey targeting Gen Z users of TikTok. The study applies the S-O-R theoretical framework, and the data were analyzed using statistical techniques such as Cronbach’s Alpha, EFA, CFA, and SEM to validate the measurement scales and test the research hypotheses. The moderating variable—Sponsored Advertising—is examined as a factor that alters the strength of UGC’s influence on mediating constructs. This research not only contributes theoretically by expanding the understanding of travel behavior in the digital media era but also provides practical implications for tourism businesses and platform managers in effectively integrating user-generated content with sponsored advertisements.